Using Mobile and Stationary Eye Tracking to Better Understand Consumer Shelf Perception

Abstract

Shelf perception is vital for both manufacturers and retailers, as they attempt to satisfy consumer needs and to optimize their profits. On the other hand, consumers have to deal with a vast number of products offered in a modern supermarket and might be confronted with difficulties accomplishing their choice of products. This paper focuses on customer perspective and aims to gain further insights and a profound understanding of on-shelf merchandising, espe-cially visual attention, visual perceptions, and purchase intention of products positioned on the supermarket shelves. After providing an overview of the extant literature, this article reports on four empirical studies: a lab study using a stationary eye tracker, a lab study and field studies in supermarkets of two different retail chains, all using a mobile eye tracker. The research agenda deals with perceptions of horizontal and vertical shelf positions, the “eye level is buy level” theory, and the number of shelf facings. We also consider the impact of walking direction on shelf perception. The combination of different research settings and different measurement instruments corroborates the external and internal validity of the findings, which are relevant for theory and practice.

Keywords

• shelf perception
• eye tracking
• visual attention
• supermarket shelves
• shelf positions
• shelf facings